The backstory: Roethlisberger and the Steelers' offensive line liked the commercial enough to incorporate the phrase into locker room chants and even the playbook. The players were overheard kicking around the phrase after recent practices.

"Was that there? That’s hilarious," said guard David DeCastro before summoning Villanueva. "Hey, Al, 'Dilly Dilly' is all over Twitter. ... That was one of Al’s creations. I wasn’t too fond of it, but of course it goes viral. It’s all over Twitter, of course. You know Al and attention."

The Steelers just exploded for 40 points, by far their biggest output of the year, so they should have no issues keeping "Dilly Dilly" in the offense for the coming weeks.